Assessment Of The Influence Of Joint Ownership On The Broadcast Stations: A Case Study Of Radio West Mbarara,

ABSTRACT The general objective of the study was to determine the effect of joint ownership on the broad cast stations in Uganda, to determine the level of joint ownership in the media industry, to determine the level performance of broadcast stations and to determine the relationship between joint ownership and broad cast stations in Uganda. The findings of the study revealed that there is a high level of joint ownership in the media industry as respondents agreed to all the statements that were used to measure this objective. The findings of the study also revealed that the performance of broadcast stations has increased in terms of the number of listener, the broadcast station airs out countrywide ,that the sponsors of various programs have increased and it has also increased in terms of profitability whereas 86% of the respondents revealed that the number of employees has not increased This implies that regardless of the improvement in performance, broadcast stations still use same people to present different programs More so, the findings of the study revealed that there is a positive relationship between joint ownership and performance of broadcast stations. This means that joint ownership improves that performance of broad cast stations. Though 60% of the respondents revealed that Joint ownership delays decision making of broadcast station and 71 .6% also revealed that Joint ownership hinders smooth airing of the programs because of influence from different parties. The study recommended that the government should advise joint ownership partners on how to run broadcast stations smoothly since they have already out competed that media industry. The management should recruit more employees as 86% of the respondents revealed that the number of employees has not increased regardless of the improvement in the performance of broadcast stations , the partners should form a decision making committee in order to ease the process of decision making and that the joint owners should not interfere with the work of employees as the findings of the study revealed that the interference from different parties affects the performance of broad cast stations